On a recent business trip, I stayed at a Hampton Inn. The shape of of their sign is a great non-traditional trademark, I couldn’t help but notice. It is not the normal shape of hotel sign, i.e. rectangular. It is used consistently. It is used...

Virgin America reportedly is for sale and may be acquired by another airline soon. That will be a shame, the Virgin America brand is tremendous. It has a distinctive feel, and it is fun. In fact, their own branding guide describes the message this way: The...

Wrigley Field is the second oldest active ballpark in the major leagues. It is famous for its character, including the ivy wall in the outfield. Balls actually can get lost in it. In fact, last night in Game 3 of the National League Championship Series...

I can’t think of another brand with more than two iconic trademarks. Coca-cola has three! The bottle shape The cursive Coca-Cola script The ribbon that goes under the script and now stands alone on some bottling. A recent Wired article notes that Coca-Cola’s Beautiful New...